LatinWorks Marketing LLC of Austin has partnered with artist/photographer Sioin Queenie Liao for the new “We See Abilities” campaign for Special Olympics Texas.

The effort is built off of Liao’s well-known “Sweet Dreams” photography collection, which showed infants in whimsical settings while sleeping.

The campaign, which launched this month, was created to raise awareness of the games among Hispanic audiences, which has less than 2 percent of eligible athletes compete.

“In Hispanic families, parents of children with Down Syndrome generally don’t give the children the freedom to meet with other children and have lots of interactions,” said Sergio Alcocer, LatinWorks’ president and chief creative officer. “With this campaign we want to create consciousness that participating in activities like sports are ways of finding the abilities that these children have.”

The campaign uses television public service announcements, print ads and social media channels and Alcocer said LatinWorks has seen interest from other Special Olympics chapters in the U.S. and Latin American countries to expand it into their markets.

LatinWorks, which is the second-largest ad firm in Austin with $29.6 million in revenue in 2012, created the campaign pro bono.

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